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The Prix Picto de la Photographie de Mode was initiated in 1998 by the PICTO laboratory with the aim of supporting fashion photographers under 35, helping them start their careers and fostering the emergence of young talents. The award revealed talented photographers who now have international careers: Louis Decamps (1998 Laureate), Sofia & Mauro (2002 Laureates), Marjolijn de Groot (2003 Laureate) or even Kourtney Roy (Special Mention 2007).

The Prix Picto de la Photographie de Mode has evolved rapidly, thanks to its partners and jurors renewed each year in the world of fashion, luxury goods, advertising, art and photography. In 2013, the prize began to open internationally and included international winners such as Alice Pavesi Fiori (Italy) - 2013 Special Mention, Ting Ting Wang (China) - 2013 laureate, Charlotte Abramow (Belgium) - 2014 laureate, Chiron Duong (Vietnam) - 2020 winner of the Picto Fashion Photography Prize and Lucie Khahoutian (Armenia) - 2020 winner of the le19M endowment of Fine Crafts Photography. Since 2014, the prize has been awarded to 3 photographers each year.

In 2017, the Prix Picto de la Photographie de Mode saw the arrival of a new prestigious partner, the Palais Galliera, Fashion Museum of the City of Paris. Since 2020, three endowments have been awarded to the winners: the Grand Prix Picto de la Photographie de Mode with the support of Leica, the le19M endowment of Photography of Arts and Crafts, grouping the Métiers d'Art de Chanel, and the Filippo Roversi endowment with the support of photographer Paolo Roversi. In 2021, the Photo Festival St Barth Art Week joins the Prix Picto de la Photographie de Mode, inviting one of these winners to exhibit alongside great photographers and to enjoy an artist residency in St Barth.

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